Going Viral in a Good Way

We've all seen the video that is lifted from obscurity to make the prime time morning show circuit. What is it that brings the masses and how can you, as an author, profit from this market? The process is really simple however the execution is what becomes difficult.

Here are the "Simple" Steps:

1. You create a video.
2. You post said video on YouTube, or GodTube  TalkFusion (or similar site).
3. You let your friends know.
4. They let their friends know.
5. The friend of a friend let's his friend know.
6. Number 5 happens to the infinite power.
7. Said video goes viral.
8. You are invited to the morning news show circuits.
9. You sign a 6-figure book deal

Now for the not so simple execution of the fictional account above:

1. You create a video with the hope of going viral.
2. You follow steps 1 through 3 above.
3. You look at said video months later to find only 10 people or less have watched it.

So, what went wrong?

The idea of a viral video to those who market is to get sales. Let's face it, the videos that go viral have no sales in mind. They are quirky, fun or just plain silly. There isn't a marketing genius out there who has not analyzed and studied these videos in the hopes that imitation will yield the same results. And, some have come very close.

There is a bottom line and "secret" sauce here, the videos that go viral don't mention the product. They entertain, delight, embarrass or wow the viewer. In other words they illicit a response. Recently while attending a family celebration at a friend's home she had to share her latest YouTube find a video of a dog that appeared to be speaking to it's owner. I watched her reaction as she watched it and she kept stealing sideways glances at me to be sure I was watching as well... she was just as amazed each time she viewed the video as the first time. Therefore, add engaging to the list above.

Let's break this down, the video must be:
1. Entertaining
2. Delightful
3. Wow it's audience
4. Engage

Sounds like Marketing 101.

Notice the video in question did NOT mention a product. It was purely entertainment. Perhaps my friend a dog lover, with a dog that often chews the legs of her furniture secretly (yes, I'm assuming here) hopes that someday her own pet will behave in like-wise fashion. Or, better yet, that someday she'll own a dog like that. I'm not sure. What I do know is the million plus viewers of the video equally enjoyed the dog's antics.

An engaging video allows the watcher to dream, aspire to an ideal, or secret inclination. It is the perceived value. For those who market directly the hope is to illicit a response from the buyer. The value may be to get thinner, think smarter or in the case of authors, convince a buyer to purchase their book!

That's it, simple.

Create a video that allows those who watch it to see the perceived benefits of your product and there you have it, a million-dollar idea in the making. Easy? Not really. However it is worth a try!

If you have a great video that shares your product idea please post it here! Who knows we might help you go viral.

Branding, It's Important. Do You Agree?

Why would I be speaking about branding when you may not even have a title to your book, your outline written or the ideas about what you want to write are scattered all over the place on little pieces of paper? Well, because not only is it important but it will actually help you to focus on your goal.

Since I've had years of experience and messed up more times than I care to mention, I can tell you that a lack of a "brand" kept me from reaching the goals I had set. When you think of brand names an image comes quickly to mind. Whether it is bathroom tissue, a sports car, or even a website browser. One name and you know what is being discussed. With publishing it is a bit harder but with a little creativity you can get the ball rolling.

The name of my company logo, Media Angels had a bit of a metamorphosis. It began with a singular angel figure without a face. Not quite a silhouette, but close. It actually was a figure that was tweaked from a popular publishing program's graphics file. It was pink and blue and it served its purpose for years. When I took my company to the next level I decided the single angel was not as significant and it was replaced with Angel wings... now when this logo is viewed, on my letterhead stationary, business cards, book cover jackets, or any type of advertising it identifies my company. I print books specifically for the Christian market.

The Media portion of the name has enabled me to create more than just print products and the diversity has stemmed from my original plan to offer audio, videos and e-books. You may not be concerned with a company name but you should be concerned with the name of your article or book title. There have been many books that have not sold because of improper titles. This will be a topic for another blog post.

For now, think about the vision you hope to portray. What do you want your customers to get from your books, products or articles? When they see your name or company logo what do you want them to think? Starting early in the process will save you big headaches later on.